“Wherever you see a successful business, someone once made a courageous decision.”

Peter Drucker, management consultant and writer

A quick search for “e-commerce strategy” on YouTube leads to endless videos full of tips, hacks, and dollar signs. As an eCommerce owner, it’s easy to get sucked in. Before you know it, two hours have vanished, and you’re left on a temporary high convinced that this latest hack is the one that will solve all your marketing problems. You’ll implement it immediately because you know it’ll get you results right now.

The truth is, that the eCommerce industry has let enterprise owners down. It hasn’t equipped you with the tools for long-term sustainable growth. As a direct result, eCommerce owners come to me willing and eager to learn how to grow but overwhelmed and unsure where to start. Some freeze from having too many options, while others try to be everywhere at once and burn out.

Sustainable Business Growth Requires Saying ‘No’

It takes courage to say ‘no’ to quick fixes. Trusting your intuition over the endless noise of “magic solutions” is essential, but it’s rarely discussed. Yet courage is exactly what’s needed for real, long-term growth so let’s kick off that discussion here and now.

The Courage to Understand Your Customers on a Deeper Level

Many eCommerce owners proudly present their customer profiles: “Women with school-aged kids 6-12yrs who like to dress them in affordable, stylish clothes.” 

But to stand out in a competitive industry like children’s clothing, you need to go deeper. What really matters to these mums? What pisses them off? What lights them up? What gets their kids excited to wear something new? What makes them proud? What annoys the shit out of them when their kids are getting dressed in the morning? 

It takes courage to slow down, quiet your mind, and really dive into what your customer feels and values. Sure, it’s easy to skip this and rely on your “good idea” of who they are, you’re busy, I get it, but if you want offers that truly resonate, you’ve got to know them better than anyone else, especially your competitors.

The Courage to Embody Your Brand Values

“Should I discount my prices?”

Sarah, one of my clients, sells high-ticket beauty products. Her brand oozes quality, appealing to customers who appreciate valuable, high-calibre, powerful products. But when her competitors began discounting using tactics like ‘while stocks last!’ and ‘limited time only!’, the temptation to follow was strong, especially since her sales had recently plateaued.

The courageous move? Resist the pressure. Stay true to your brand values, even if it means slower growth in the short term.

Here are 2 examples of what staying true to your values could look like.

Example 1: The Pressure to Join TikTok

An eCommerce owner selling handcrafted, eco-friendly products feels pressure to jump on TikTok because it’s the latest craze. But fast-paced viral content doesn’t align with their brand’s slow-living, intentional ethos. Instead of chasing quick wins, they stick to marketing strategies that reflect their authenticity.

Example 2: The Pressure to Follow Cheaper Products

An eCommerce owner selling high quality, organic, sustainable deodorant products feels pressure to discount deeply to increase turnover and keep investors happy.

Instead of chasing fast, discounted sales, the owner opts for a strategy that focuses on quality and customer loyalty. They invest in building a rewards program for repeat buyers and offer free shipping for orders over a certain amount. This approach not only avoids the cheap, quick-sale tactics but also strengthens long-term relationships with customers who value reliability over hype.

Sarah, too, held firm. Instead of deep discounting, she created an intentional giveaway offer that resonated with her audience—and saw a significant sales boost.

Staying true to your brand values builds customer trust and loyalty. It takes guts, but it pays off.

The Courage to Not Hide Behind Your Brand

For many small brands, the brands’ values are often an extension of the founders’ own values. But… it can feel vulnerable to put yourself out there. 

I’ve seen it with owners of all ages—fear of being on social media, fear of saying the wrong thing, fear of judgment. I’ve seen people paralysed by the idea of sharing their photo on Facebook, flooded with “what if” questions that stem from fear of backlash or imposter syndrome.

But here’s why you mustn’t hide in the shadows: people want to know you. Your story, your values, your mission create deeper emotional connections with your audience. 

Be proud of what you believe in and what your brand stands for, let it guide everything—from product decisions to marketing strategies. Tell your story boldly. It won’t resonate with everyone, and that’s okay. It will attract the right customers—the ones who connect with you, the ones who’ll remain loyal to your brand.

The Courage to Slow Down and Focus on What Really Matters

The pressure to grow fast is real. I’ve fallen for it myself. With my own eCommerce brand, I felt the need to show rapid growth. Seduced by the case studies online, I started spending big on Facebook ads and focused entirely on ROAS (return on ad spend). I wanted recognition, I wanted to make everyone proud, and I didn’t just succumb to the pressure—I embraced it.

Now I know that slowing down is a radical act of courage. In a world obsessed with speed and instant gratification, recognising that true, meaningful growth requires patience and persistence is brave. It’s worthy of recognition.

Take the pressure off yourself to achieve fast results. 

Slow the fuck down, you’ll find that you make better decisions—and get better results.

Conclusion

With courage, steady, meaningful growth is absolutely achievable. Slow down, get to know your customers deeply, stay authentic, and hold firm to your brand values. Growth may not come fast, but you’ll find it comes more easily.

Having courage in eCommerce isn’t easy. It’s about small steps, deep breaths, and trusting yourself. You are capable. Ignore the noise of the industry, and stay true to your path. You’re doing great—keep going.